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Games and Gamification in Market Research

Increasing Consumer Engagement in Research for Business Success

Create intrinsic engagement in the research sphere through gamification; exploit existing and emerging technologies, and glean better-quality, untapped data that cannot be obtained through traditional surveying methods.
    Paperback£29.99
    Ebook£24.99
    Print and ebook bundle£37.50
EAN: 9780749483357
Edition: 1
Published:
Paperback
Format: 234x156
360 pages
    About the book
    Table of contents
    Reviews
    Supporting resources

About the book

Games are the most engaging medium of all time: they harness storytelling and heuristics, drive emotion and push the evolution of technology in a way that no other platform has or can. It's no surprise, then, that games and gamification are revolutionizing the market research industry, offering opportunities to reinvigorate the notoriously sluggish engagement levels seen in traditional surveying methods. This not only improves data quality, but offers untapped insights unattainable through traditional methods. Games and Gamification in Market Research shows readers how to design ResearchGames and Gamified Surveys that will intrinsically engage participants and how best to use these methodologies to become, and stay, commercially competitive.

In a world where brands and organizations are increasingly interested in the feelings and contexts that drive consumer choices, Games and Gamification in Market Research gives readers the skills to use the components in games to encourage play and observe consumer behaviours via simulations for predictive modelling. Written by Betty Adamou, the UK's leading research game designer and named as one of seven women shaping the future of market research, it explains the ways in which these methodologies will evolve with technologies such as virtual reality and artificial intelligence, and how it will shape research careers. Alongside a companion website, this book provides a fully immersive and fascinating overview of game-based research.

About the authors

Betty Adamou

Betty Adamou is a designer & researcher, and founder of Research Through Gaming (RTG). Her design, academic and commercial work has secured multiple awards for innovation in research: she has been named "one of seven women shaping the future of Market Research" and won the award for Best Chair at MRS Annual Conference 2018.Betty's services have been called upon by Fortune 500 brands such as VF Corporation, Campbell's Soup, and Accenture. She's also worked collaboratively with other quality market research companies, providing ResearchGame designs on behalf of brands like Coca-Cola and Disney.

More about Betty Adamou

Incredibly well-written and insightful. Whether you're a lifelong or aspiring researcher, think of <b><i>Games and Gamification in Market Research</i></b> as the only guide you need to create engaging game-based surveys that deliver more reliable data. From debunking misconceptions about game-based research methods to providing easy-to-understand guidelines for designing and making game-based surveys, <b>Adamou </b>envisions a new and improved research landscape, driven by gamification. Side benefit... respondents will actually enjoy participating in your research!

Kristin Luck, Growth Strategist/Adviser, Luck Collective